The Study of Highest-Rated Chinese Films (2015–2025) in Thailand DOI:

บทคัดย่อ

This study is guided by three core objectives. 1) To analyze the ten most popular Chinese films in Thailand using a formalist-based, five-dimensional framework of theme, plot, character, symbol, and music, while integrating cultural elements; 2) To investigate Thai audiences' perceptions and viewing preferences regarding Chinese films through a survey and empirical analysis; 3) To propose a new cinematic adaptation model designed to address the unique characteristics of the Thai film market. A mixed-methods approach was employed, grounded in Metz semiotics, cinematic formalism, and cultural globalization theory. The analysis encompassed ten high-grossing, culturally significant Chinese films. Data were collected via a survey of 100 Thai viewers (analyzed using SPSS) and in-depth interviews with five film industry practitioners. The findings resulted in the "Thai Audience Preference Model," which posits that appeal is driven by a synergy of the following elements: culturally familiar visual elements, emotionally universal characters, themes of romance or LGBT, plots with strong dramatic tension, and soundtracks that effectively incorporate traditional instruments. The study identifies religion and food as the most resonant cultural symbols. It concludes that China's international film communication should shift from pure "output" to strategic "adaptation".